What Is PPC Advertising?

Today’s marketplace is very different than forty years ago. Forty-years ago your best bet for advertising was the local paper and direct mail pieces. Of course, a lot has changed since then, especially how advertising works. In this article, we will explain what PPC advertising is and get into how it works.

PPC (Pay-Per-Click) Advertising

Advertising through the PPC method allows you as a business owner to place ads with keyword usage within search engine result pages, of course, for a price.

The goal of PPC advertising is to help online business owners attract targeted customers to their websites. Target customers are those that are already looking for your product offerings or the similar; this helps you by putting your ads and business in front of those who are most likely potential buyers.

The goal of PPC methods of advertising is to provide you, the site owner, to control your budget while still gaining maximum site exposure.

What Is PPC Advertising?

It is important to understand, you do not pay for the placement of your ad; instead, you pay once a potential customer clicks on your ad and goes onto your website.

The amount you pay for that customer has already been agreed to through a bidding system. It is imperative to your site’s success to appreciate that you are paying each and every time your link is hit and your landing page is accessed – remember your budget!

Getting started with PPC Advertising

When first starting out with your PPC campaign you must keep an eye on your budget and be prepared to spend a bit more during your first few weeks while you learn the system.

Once you have your funds ready, it is time to determine your keywords. Make sure you properly research not only the best keywords or keyword phrases but also the value of those words in terms of competition.

Move onto creating a Google Ads account with a few ads on it and before you know it, you will have plenty of data to help you steer your efforts.

Content Network Properties

Often times, third-party companies allow for ads from search engines to be placed on their site; these are often referred to as a content network property.

What Is PPC Advertising?

This is a benefit for all involved; especially considering it is not often in life you get a situation is win-win-win. See, the third party gets a portion of the revenue paid by you the advertiser.

In fact, they can earn upwards of eighty percent. Consider when you have searched for an item or information on the web and landed on a website full of information; remember the ads that are on the page?

These ads usually have something in common and complementary with the item or information you sought.

It is not uncommon for consumers to ignore the ads on the content network and this place is not nearly as valued as listing high on the search engine results page.

When your ads appear on a content network property, do not be concerned – your ad is still being seen! In fact, your ad is being displayed and seen alongside similar or complementary information to your product.

Now, there may not be a high click-through rate, but these searchers will most likely resemble your target audience and therefore, resemble your customers.

Types Of PPC advertising

There are mainly two different types of PPC, flat rate and bid-based.

Flat Rate

Flat rate is an excellent option, especially if you are selling products at great prices. This is often the option selected by those who have a need to show up in the comparison shopping results page.

What Is PPC Advertising?

On these types of search engines, customers are highly targeted along with the choice of product with minimal rates. Remember, you can always pay more for higher ranking, but you may find you do not need to after gathering some baseline data for comparison.

The question is if paying more will actually gain you any more attention than the current or if changing your ad would prove wiser.

If you decide that you want to change your ad or even pay more for a higher level of exposure, check to see if that site uses rate cards. Rate cards have a fixed amount due per click but are according to the possible areas available as advertising space.

Now, do not assume you are restricted to those prices only; no, you can negotiate if you are offering the search engine owners a long-term and valuable contract.


Bid-based provides you the buyer lots of opportunities to control your budget; this type of PPC is like an auction for advertisers.

Each PPC client informs the networks how much they are willing to pay to rank higher on the search engine results page – you set the maximum amount you are willing to pay and compete against other advertisers.

The competition is conducted as an auction and each advertiser bids for the spot and you dropout when the bid has become too high for your budget.

Often there are several spots open and this is often dependent on
the keywords. When there are several spots, they will be put in value order of the bid and perhaps ad quality – Making great ads are essential for PPC advertising!

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